ABSTRACT
This study aims to improve team effectiveness in the digital marketing division at PT. SMI-PB. This type of research is action research. The sample used a purposive sampling technique due to the special criteria applied in the sampling process. There were fourteen employees of the digital marketing division as samples for this study. Team effectiveness was measured using a questionnaire, interview, and observation. Five dysfunctions of a team by Lencioni which are the absence of trust, fear of conflict, lack of commitment, avoidance of used as measuring instrument for the questionnaire which consisted of 38 items. The data analyzed with the Microsoft Excel program according to the calculation by Lencioni. The results showed four aspects that are in the medium category, namely trust, commitment, accountability, and result. The conflict aspect is the only one in the high category. Profoundly, the accountability aspect with the average score of 3.31 needs to be considered in the development program by providing 'Team Building Training Intervention'.
Keywords : Team Building Training, Team Effectiveness, Digital Marketing
BACKGROUND
There are two groups of retail businesses in Indonesia which are traditional and modern. Modern retail is a development of traditional retail. This type emerges and develops along with the development of the economy, technology, and lifestyle where today society demands the improvement of convenience in shopping. Busy schedules of people are one of the reasons for the increase in shopping services. These kinds of issues are seen as opportunities by modern retail (Sulmiah, 2017).
One of the modern retailers in Indonesia is motorcycle sales. The number of vehicles registered in Indonesia reached 111,571,239 million units on 1 January 2018. This data included the number of motorbikes as the highest contributor by 82% or 91,085,532 units. It was followed by private cars in 12%, specifically 13,253,143 units. The least contributors were buses, trucks, and special vehicles by 6%. (Paryadi, 2018).
The need for spare parts also increases along with the number of
International Journal of Research Publications
Volume-44, Issue-1,January 2020
Accepted and Published Manuscript
TEAM BUILDING TRAINING : AN INTERVENTION PROGRAM TO IMPROVE THE TEAM EFFECTIVENESS OF DIGITAL MARKETING DIVISION AT PT. SMI- PB
Eka Putri Amelia Surya, S.Psi.
PII : Eka Putri Amelia Surya.10044112020900 DOI: 10044112020900
Web: http://ijrp.org/paper-detail/901
To appear in: International Journal of Research Publication (IJRP.ORG)
Received date: 11 Jan 2020 Accepted date: 20 Jan 2020 Published date: 09 Feb 2020
Please cite this article as: Eka Putri Amelia Surya, S.Psi. , TEAM BUILDING TRAINING : AN INTERVENTION PROGRAM TO IMPROVE THE TEAM EFFECTIVENESS OF DIGITAL
MARKETING DIVISION AT PT. SMI- PB , International Journal of Research Publication (Volume: 44, Issue: 1), http://ijrp.org/paper-detail/901
This is a PDF file of an unedited manuscript that has been accepted for publication. As a service to our customers we are providing this final version of the manuscript.
1
TEAM BUILDING TRAINING : AN INTERVENTION PROGRAM TO IMPROVE THE TEAM EFFECTIVENESS OF DIGITAL MARKETING DIVISION AT PT. SMI-
PB
Eka Putri Amelia Surya, S.Psi. 94217003
Psychology, Gunadarma University [email protected]
ABSTRACT
This study aims to improve team effectiveness in the digital marketing division at PT. SMI-PB. This type of research is action research. The sample used a purposive sampling technique due to the special criteria applied in the sampling process. There were fourteen employees of the digital marketing division as samples for this study. Team effectiveness was measured using a questionnaire, interview, and observation. Five dysfunctions of a team by Lencioni which are the absence of trust, fear of conflict, lack of commitment, avoidance of
used as measuring instrument for the questionnaire which consisted of 38 items. The data analyzed with the Microsoft Excel program according to the calculation by Lencioni. The results showed four aspects that are in the medium category, namely trust, commitment, accountability, and result. The conflict aspect is the only one in the high category. Profoundly, the accountability aspect with the average score of 3.31 needs to be considered in the development program by providing 'Team Building Training Intervention'.
Keywords : Team Building Training, Team Effectiveness, Digital Marketing
BACKGROUND
There are two groups of retail
businesses in Indonesia which are traditional
and modern. Modern retail is a development
of traditional retail. This type emerges and
develops along with the development of the
economy, technology, and lifestyle where
today society demands the improvement of
convenience in shopping. Busy schedules of
people are one of the reasons for the
increase in shopping services. These kinds
of issues are seen as opportunities by
modern retail (Sulmiah, 2017).
One of the modern retailers in
Indonesia is motorcycle sales. The number
of vehicles registered in Indonesia reached
111,571,239 million units on 1 January
2018. This data included the number of
motorbikes as the highest contributor by
82% or 91,085,532 units. It was followed by
private cars in 12%, specifically 13,253,143
units. The least contributors were buses,
trucks, and special vehicles by 6%. (Paryadi,
2018).
The need for spare parts also
increases along with the number of
2 motorcycle users. One of them is a tire. This
need is as much as people use motorbikes
for daily activities and whatever the types of
motorcycles, both manual and Matic. A lot
of companies in the automotive sector see
this as a great opportunity to meet
motorcyclists’ needs. Moreover, the agents
of the certain motorcycle brand were
inactive to provide that needs as the result
the spare parts stores are growing better.
PT. SMI-PB is a modern
organization engaged in the field of
motorcycle spare parts with tire products as
the main product. The vision of PT. SMI-PB
is providing a different shopping experience
to achieve customer satisfaction. In the
current era of globalization, the
development of many companies has an
impact on competition from domestic,
private and foreign companies. The success
of an organization in responding to changes
in rapid globalization depends on how
quickly the organization can learn, how well
the organization able to build horizontal
communication, and how the organizations
extendedly adopt methods of working
together in a team or workgroup (Erdem &
Ozen, 2003).
The function of a workgroup
becomes a symbol of the model and ideal
work behavior in an organization. Working
in groups or divisions is a process of
interaction between members to achieve
common goals.
Based on the opinions of the experts,
working in groups can be interpreted as a
psychological process, which is behavioral
and mental of team members in social
systems consisting of two or more people
who collaborate in achieving common goals
(Forsyth, 2010). Therefore, the workgroup is
an element in considering to form business
strategies. The reason is its increase
participation and innovation, prevent
mistakes, improve quality, rise
responsiveness, cost efficiency, better
customer service, and also increase
employee satisfaction, productivity, and
performance attributes including efficiency
(DeGrosky, 2006).
The group effectiveness is each
member of the group working together
efficiently to achieve a common goal. A
member’s feeling of achieving a goal is
when others also achieve their goals
(Johnson & Johnson, 2014). An effective
group defines a variety of characteristics
such as the effort to succeed in goals,
two-way communication, distributed leadership,
and strengths-based on rational
expectations.
Lencioni (2005) stated that team
effectiveness is a condition achieved by a
group of people or teams who trust each
3 commit, rely on each other, and focus on
shared goals. The workgroup is optimized if
it has the characteristics of an effective
team. To achieve an effective team situation
requires active members’ roles to form ideal
conditions so that the team purposes can be
achieved.
Digital Marketing is a division of
PT. SMI-PB with a total of 14 employees
led by a head division and also consist of
three departments namely online
management, offline management, dan
creative marketing. Each subdivision has a
different job description and yet still
interconnected with each other. Therefore,
each subdivision under digital marketing is
still in achieving common purposes.
Carrying out product marketing of
PB digital is the aim of a digital marketing
division. Previously, the prospective
psychologist had analyzed the worker
position. The results discovered that some
employees were lacking in communication
and unable to work in pairs.
Based on the explanation above, the
purpose of this study is to understand the
team effectiveness in the digital marketing
division at PT. SMI-PB. It is also to
determine the interventions program to
improve team effectiveness.
RESEARCH METHODS
The participants in this study are
employees of the Digital Marketing
Division of PT. SMI-PB located in Depok.
The number of samples is 14 respondents by
using purposive sampling in the sample
collection technique. According to Sugiyono
(2013), purposive sampling is a data source
sampling technique with certain
considerations.
The main approach of this study is
quantitative with the action research model
as the research design. The initial data on
the organization is used to determine the
next action to be taken towards them. The
results of these actions will be examined by
the researchers to be a source of information
for further action, and the process will be
repeated. It is important to collect data then
diagnose the problem before implementing
the plan (Cummings & Worley, 2005).
The independent variable in this study
is the effectiveness of the team, and the
dependent variable is the design of the
intervention. Team effectiveness is a
condition achieved by a group of people or
teams that trust each other, are in a healthy
conflict situation, commit, rely on each
other, and focus on common goals. The
definition of this intervention is a method
that aims to achieve the self-actualization of
a person by facilitating the process of
4 potential of that person. It also aims to
increase the understanding and skills of
participants about the material.
Data collection methods in this study
are in the form of interviews, observations,
and questionnaires. Research on the
effectiveness of this team, the researcher
uses a scale developed by Lencioni (2002),
Five Functions of a Team with 38 items, and
there are 5 aspects, namely trust, conflict,
commitment, accountability, and result.
Before conducting research, the first
stage is to collect initial data to understand
the problems faced by the organization. The
next step is to diagnose organizational
problems, including their causes and effects.
Research subjects undergo several sessions.
Subjects are given a questionnaire about the
scale of team effectiveness without
intervention. After the data is collected and
the results of the team's effectiveness are
obtained, the researcher prepares an
intervention program according to the
results of the team's effectiveness.
Microsoft Excel used as a data
analysis technique in this study to score the
results of the questionnaire, the validity, and
reliability of the questionnaire with the help
of the SPSS 22.00 for the Windows
program. The measuring instrument used
has passed the validity and reliability test of
α = 0.894.
RESULTS AND DISCUSSION
Based on the results of the
questionnaire obtained four aspects that
have the category of the medium, namely
aspects of trust, commitment,
accountability, and result. As aspect
included in the high category is the conflict
aspect. The results of the overall group
assessment from every aspect have been
effective in managing the workgroup.
Subject Tru st Confl ict Co mmi tme nt Acc ount abili ty Res ults
1 3,5 4,13 3,57 3 3,63 2 3,25 3,38 3,57 3,29 3,38 3 3,75 3,88 3,71 3,43 3,88 4 3,25 4,25 3,86 3,57 3,50 5 3,25 3,50 3,57 3,14 3,63 6 3,38 4,13 4,00 3,43 4,13 7 3,5 3,88 3,71 3,29 3,88 8 3,5 3,88 3,86 3,43 3,63 9 3 3,75 3,43 3,57 3,50 10 3,13 3,63 3,57 3,14 3,88 11 3,88 3,38 3,43 3,00 3,50 12 3,75 3,88 3,86 3,43 4,13 13 3,13 3,75 4,00 3,00 3,75 14 3,50 3,88 3,71 3,57 3,38 Catego
ry 3,41 3,80 3,70 3,31 3,70 Avarag
e
Med
ium High
Med ium Med ium Med ium
Overall, the team effectiveness in the
Digital Marketing division is relatively good
as the results of the measurement of five
dysfunctions of a team in this division are in
medium and high categories. As seen
profoundly on the aspect of accountability
5 as the lowest average score from others with
a value of 3.31 needs to be considered in the
development program. Accountability is one
of the important aspects of team
effectiveness as it is a part of the team's
responsibility to complete the tasks given by
the supervisor and related to other aspects.
Those measurement results are
strengthened by interviews that team
members are difficult to be reminded when
there are differences of opinion or the
standard of assigned work. Team members
who are disrupted in coordination with other
members, consequently hinder
communication and cooperation within the
group. Besides, team members are less
accustomed to each other's characters, lack
openness and trust in team members. The
result is the team members doing their work
individually. When breaks and after-hours
team members do not mingle with other
departments, team members only make
friends with their department members.
These constraints become an influence for
the team so that some of the needed designs
are late to upload. These designs will later
be used by the Digital Marketing Division to
promote products of PT. SMI-PB.
The results of observation indicated
that members of the digital marketing team
focus on working with their respective jobs.
Team members interact more with their
superiors about the tasks assigned rather
than coordinating with coworkers. In their
free time, team members spend more time
playing their cellphones than interacting or
just talking with other coworkers. Moreover,
when lunch breaks or after-hours, team
members choose to engage only with the
members of their department. Team
members are unseen gathering with other
department members.
If Digital Marketing team members
possess a strong team that will always
strengthen cooperation in working and
communication, the team members can learn
each other characters and work can go well.
Team members also do not need to hesitate
to ask for help, provide feedback, and offer
help. If a problem occurs, the team members
immerse into the problem and not
exaggerate it. A solid team can improve the
quality of the team's effectiveness so that
work can complete quickly with satisfying
results.
One of the ways to overcome these
problems, the Digital Marketing division
requires the provision of intervention.
Intervention is an attempt to alter a person's
behavior, thoughts or feelings, resulting in a
better chance. The recommendation is to
intervene in the form of Team Building
training to overcome the problems found in
the Digital Marketing division.
Based on Cahyadi's (2012) research,
6 interventions could improve the quality of
teamwork so that in more effectively
completing work in teams. The results of
this study are consistent with research
conducted by Erdem and Ozen (2003) which
shows that the most important factor for
creating interaction and synergy among
team members to form quality teamwork is
a setting of trust among colleagues.
According to Setianingtyas research results
(2013), team-building training on the
cohesiveness of team-work shows that the
giving treatment in the form of
team-building training to marketing teams and
manpower (HRD), which aims to improve
the cohesiveness of team-work process
through social interaction of the trainees to
become more active, dynamic, and
interdependent turned out to be effective in
increasing teamwork cohesiveness in
team-building training activities.
The intervention program that applies
is team-building training, which aims to
increase the effectiveness of the team in the
digital marketing division of PT. SMI PB. A
series of team-building training can increase
the effectiveness of a cohesive team and
improve or enhance the ability of members
to solve problems by handling task and
relationship issues that restrain the function
of the team. Since the specific purpose of
this intervention is to improve
communication and collaboration skills and
to develop the accountability of team
members.
This team-building training is
conducting for one day. It contains material
about the basic concepts of communication
and accountability as well as games that
support the material. The aims of arranging
these games are for the participants more
familiar with each other and open to each
other so that they can work well together.
The program of this intervention
consisted of seven sessions that began with
the opening of team-building training. The
opening intended to create participants
understand and obey the rules during the
training process. Ice-breaking will be given
as a warm-up for the participants to
establish the intimacy between the facilitator
and the participants. In this opening session
also provided feedback on the assessment so
that participants knew the results of the
assessment and the objectives of the
training.
The first session was providing
material about the basic concepts of
communication with the subject matter to
understand the importance of
communication in a team, to figure out the
obstacles in communication, and to improve
communication skills in a team. The aims of
the given material are for participants to
understand the importance of
7 communication barriers in the team, and
understand how to skillfully communicate
well in the team.
The second session was the
trust-building games which are 'how far do we
know each other?'. This game aims to allow
participants to communicate with each other
and find out what happened to each other
since the last time, get to know each other
better and make participants participate in
exercises to build teamwork.
The third session was a
communication skill game 'chain message'.
This game intended to demonstrate to
participants that they need to improve their
communication and listening skills.
The fourth session still provided
cooperation games 'stepping in'. This game
aims to provide opportunities for
participants to be able to interact with each
other. It also caused participants to make
movements together creating cohesiveness.
At the end of all games, a discussion held to
review the values obtained during the
games.
The fifth session was providing
material on the concept of accountability
with the main material to study the concept
of accountability, to understand the
importance of team member accountability,
and to increase the sense of responsibility
within the team. The aims of the given
material are for participants to understand
the importance of the concept of
accountability, to discover how to develop
accountability, to foster a sense of
commitment to each member and to increase
responsibility for the work.
The sixth session was games to
increase accountability. This game is called
'teamwork' to find the role of the team and
the responsibilities of working and also
seeing which team members handle
different functions in the group. The next
step in this session, a fishbone diagram
provided with aims to be an exercise in
analyzing problems in teams and how to
solve them.
The last session was about 'sharing
moment: building commitment' by
arranging steps to increase accountability.
This session aims to create participants think
positively, allow positive personalities to
other participants, and tell all members what
things learned during the training.
The program of this intervention
concluded by providing a post-test and
training questionnaire. It aims to understand
the extent to which participants understand
the material that has been given and find out
the reaction of the participants' satisfaction
with the training that they have participated
in.
8
CONCLUSIONS AND
RECOMMENDATIONS
The team effectiveness of the Digital
Marketing division team is fairly good, yet
the lowest value is the aspect of
accountability among the five aspects. The
accountability is one of the important
aspects of team effectiveness as
accountability is the team's responsibility to
complete the tasks. At the same time, team
members who have doubts about involving
other team members to complete the task,
the accountability aspect also connected
with others. Based on the interviews, the
results showed that the team members
lacked communication and teamwork.
Therefore the Digital Marketing division has
to be able to increase team effectiveness,
especially in the aspect of accountability.
The emergence of communication problems
and teamwork could establish with the
intervention by doing Team Building in the
Digital Marketing division of PT. SMI-PB.
The suggestion as consideration for
further research is to improve the
effectiveness of the team in other aspects.
Companies should make interventions that
have been given in the form of Team
Building to the Digital Marketing division.
For suggested team-building interventions,
it should hold from the morning and on
workdays off so that they are more focused
on participating in the team building. The
companion for the trainer should be people
who have experiences and experts in their
fields. Measurement of group effectiveness
and interventions is recommended to be
given regularly and applied to other
departments.
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